Sana Lifestyle

How do you dispel the myth around an emerging category to win commercially?

The Challenge

Despite being the leading independent distributor in the new – and largely misunderstood category – of Cannabidiol (CBD) products, Sana Lifestyle had a low media profile.

The Hub was awarded a project to educate buyers on the expanding CBD category and position Sana Lifestyle as the distributor to trust. With only six months to drive customer and prospect awareness across key channels such as grocery and mainstream beauty to result in securing buyer meetings, listings and driving business success, we were trusted to not only grasp the science behind this fascinating category, but to run a multi-tiered target campaign to cover all sectors.

The Strategy

We introduced Sana Lifestyle to UK buyers and grocery category influencers. Sana sought our expertise to help boost the company’s core media profile and raise awareness of its brand portfolio. Our expertise in category management and knowledge of the retail market made us best placed for this challenging task.

We positioned Sana as category leaders and experts in cannabis innovation for wellness, recovery and health and beauty by reaching key decision makers with sector relevant WHAT?. We needed to inform with insightful content creation championing the category opportunity, while educating on the legal minefield of brand claims and reassuring customers that Sana Lifestyle was the partner of choice ahead of the Novel Foods Act set to imminently affect ranging.

The Campaign

The Hub immersed itself in the attributes of the CBD category and initiated a comprehensive PR programme with a segmented messaging for a target UK media campaign aligned with key media outlets across the grocery and beauty/wellness sectors.

Alongside a core press office, we created in-depth profiles of leading voices at Sana, promoting their category expertise and boosting brand awareness among buyers and decision makers. A series of case studies were also generated to promote brand partnerships with retailers, leisure operators and sports personalities. Content was further published across Sana’s social media platforms, corporate website and customer communications.

The Results

Solus Q&A in The Grocer online averaging 976,267 average monthly page views.

Double page interview with Sana Lifestyle MD, Ben Hamburger in Grocery Trader magazine, OTS to 5,000 buying decision makers

Online interview in Europe’s leading beauty title, Cosmetics Business with CEO Joel Palix - averaging 80,000 unique monthly website visitors.

Strong retail coverage of 3rd party brand partner product launches including legend Darren Clark, and leading sleep and wellness brand Eve – with a proven 68% increase in Eve share price following brand partnership press announcement.

“We entrusted The Hub on the basis of their retail grocery expertise but wow, what a piece – we’re blown away! Just amazing coverage, thank you!”
Marketing Manager, Sana Lifestyle

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